Art Direction and Branding

DruWashington : Art Director & Create's Branding Guru


His work involves identifying and evaluating a client’s needs and suggesting design ideas that are prudent and aesthetically functional. That said, I also identify specific value targets that mean the most to the client and turn these areas into incentives, which in the long run create more business opportunities for the company.


There have been various definitions of what a brand is from different respected authorities but personally, I believe that a brand could be as an organisation, a service or product with a ‘personality’ that is shaped by various visual devices and the people it serves. And on that note, a designer cannot “make” a brand – Its only your audience who can do this. If anything I have come to understand that we, the designers, create just the foundation of the brand. Branding is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s.

Below is some of the work that has set Clive’s work above the rest: